Creative adtech: the most important category you’ve never heard of (+ a Forrester Wave)

Blog: Forrester BPM Center of Excellence

For the past 30+ years, and for a host of reasons, the age-old connection between creative and media has been severed. In the programmatic era, the focus has been dominantly on media, as though creative didn’t contribute to enticing consumer attention and engagement and driving media performance. The results have been dismal: the digital advertising […]